Butts Park Arena - a sign of the times

The best things in life are free

But you can't keep 'em for the birds and bees

Now give me money (that's what I want)

That's what I want (that's what I want)

That's what I want (that's what I want) yeah

That's what I want

Your loving give me a thrill

But your loving don't pay my bills

Now give me money (that's what I want)

Money (That's What i Want) - The Flying Lizards

I'm not the most observant of folk, tending to walk with my head down rather than up these days, so I apologise if this is old news.

Arriving at the ground on Saturday in good time for the arrival of the Supporters' Club coach to Ampthill, I happened to notice the new digital advertising screen that has been erected adjacent to the entrance to the main car park off Butts Road.

If I'm not mistaken, it's an Elonex (obviously) Digital 48 Sheet Screen.

I hope you're impressed.

Needless to say, you shouldn't be as digital screens really aren't my forte and I really don't want to give anyone the impression I might be nerdy.

I 'Googled' it.

Needy, perhaps, but nerdy no.

It's a far cry from the wooden hoardings that Cov supporters have become so used to seeing around the ground. Cov moving a step further into the digital age. First the scoreboard and now this...

...it's a sign of the times.

As far as I'm aware, it wasn't there the week before when I parked up for the Hartpury game, but I could well have missed it.

I remember having a conversation with Lara McLeod-Hunter, erstwhile Business Development Manager at Coventry a good few years ago now, probably as far back as 2016/17, about the financial benefits of installing an electronic billboard in a similar position to that of the one now in situ - the revenue streams that could generated even back then were eye watering.

Lara was involved in setting up the link with Elonex for the electronic scoreboard and she was also hoping to broker a deal for a digital advertising board (or even two?) at the same time, but for whatever reason it never happened and Lara moved on to Moseley and it all seemed to go quiet.

Rosslyn Park was the only National One side at that time to have benefited from digital media of this type and by all accounts revenue from the two boards situated in their car park was the difference between the club 'enjoying' some sort of financial stability and potential crisis. In short, it kept them afloat.

Coventry's decision to go down this path makes absolute sense. It's a prime spot for traffic entering and exiting the city centre; according to Elonex' own promotional material, the screen will deliver 'to an audience of 430,000 per fortnight'.

At the moment only one screen appears to be up in the carpark outside the BPA but a mock up of what it will look like on the Elonex website seems to suggest that the plan is for two screens - either that or things have since changed and it's just going to be the one.

An artist's impression of what the screens are going to (were originally going to) look like - from elonexoutdoormedia.co.uk

Elonex already has screens at a number of city venues, including at the Skydome, the museum and the Powerleague, so this is another to add to their portfolio.

It's smart move by Coventry (no pun intended). Being so close to the city centre, it's going to attract a good deal of interest and I'm guessing it should provide a constant stream of revenue throughout the year. Any money coming in during the fallow summer months is always going to be a big plus for a club that has outgoings all year round.

The blurb that accompanies the image on the Elonex website proudly boasts that 'these two new Digital 48 Sheets ( :) ) demand attention, enjoy long dwell times at peak traffic hours and provide a unique Digital Out Of Home proposition in the city of Coventry.

'Long dwell times'...now there's a euphemism if ever I heard one.

And a Digital Out of Home proposition...what's that all about, then?

Elonex are obviously delighted with the location and with the club looking to develop the ground further, I'm sure there will be a lot of interest from potential advertisers wishing to promote their products to a captive audience -

especially with all the road works ongoing at the moment.

Seriously, though, it's good to see the club so proactive in this area.

I think in the past the Chairman has said that profits from revenue generated from the business side of the club would be used to support rugby related concerns. That might well have changed in the light of the downturn in the economy following the pandemic, as well as the need to generate finances for any future developments, but any additional monies coming in can only be to the long term good of the club.

Whether it's one screen or two, this seems to be a very positive move, making good use of the resources at the club's disposal for presumably very little outlay.

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